Keeping Up with Hot Kids’ Brands at Licensing Expo

Kids are always looking for the next big craze and once they find something they love, they’ll want to surround themselves with it — whether that be a favorite toy brand, a music group, a cartoon character, or a movie. We’ve curated a mix of some classic and emerging brands that are doing big things in the world of licensing with new deals and products in the works. As kids look for their next obsession, some of these brands will surely be at the top of their lists.

Jazwares’ Squishmallows is currently the No. 2 overall toy property according to Circana and the No. 1 plush brand in the U.S. As it continues to grow as a lifestyle brand, Squishmallows’ growth has fueled new cross-category collaborations across beauty, games, apparel, home decor, and more with more than 60 licensing partners. New inbound and outbound Squishmallows collaborations for this year include leading fashion, gaming, and lifestyle brands such as Buffalo Games, TopTrenz, The Op, Ashtel, H.E.R. Accessories, Girls Crew, and Komar.

Visit Jazwares at Licensing Expo in Booth No. O214

Since the first box of Crayola crayons made its debut in 1903,  Crayola has been inspiring artistic creativity with a portfolio of colorful art tools and crafting activities. Now, Crayola is making moves in the toy category beginning with co-branded partnerships in multiple segments. 

On Oct. 27, Playmobil will relaunch its long-dormant color series in conjunction with Crayola. Additional licensing partners include Basic Fun!, Dandee, EastPoint Sports, and Spalding.

Visit Crayola at Licensing Expo in Booth No. D154

MGA Entertainment’s L.O.L. Surprise! brand debuted in 2016. What started as mini, collectible dolls inside mystery capsules has since grown to include dolls of various sizes, playsets, dollhouses, and collaborations with a host of licensing partners.

This year’s program includes collaborations with Walmart for a co-branded Great Value yogurt (pictured) and exclusive apparel from Mad Engine. Bendon will also release coloring and activity books.

Visit MGA Entertainment at Licensing Expo in Booth No. U224

With retail sales hitting more than $1 billion, ZAG’s Miraculous brand continues to soar with Season 5 of the animated series airing internationally and an animated film set to debut on July 28. The series takes place in Paris, following the adventures of two teenagers who transform into their superhero personas.

Major licensing partners for the Miraculous brand include Playmates Toys, Hyperkin, Build-A-Bear, ZippyPaws, Kellogg’s, Playmobil, and PUMA. ZAG is also developing new products in-house under its ZAG Play Toy Division.

Visit ZAG at Licensing Expo in Booth No. Q202

Piñata Smashlings is Toikido’s first internally developed intellectual property that debuted at Spielwarenmesse earlier this year. There are hundreds of energetic creatures, called Smashlings, that live in the Piñataverse, an expansive and ever-growing world. A global licensing program is in the books, as Piñata Smashlings works alongside PMI Kids’ World, Panini, Cooneen Group, Redan Publishing, Penguin Publishing Group, and Isaac Morris to build the brand.

PMI Kids’ World and Toikido will present Piñata Smashlings at Licensing Expo

The first Hot Wheels cars rolled out in 1968. More than 50 years later, Mattel is still cranking out die-cast vehicles, track sets, and playsets, in addition to a slew of other licensed products in the toy and entertainment space.

Notable partnerships this year include the Posh Peanut x Hot Wheels Monster Truck Medley collection and General Mills’ Hot Wheels Breakfast Cereal that comes in boxes with a STEM-based activity on them. An unscripted TV series, Hot Wheels Ultimate Challenge, debuted on NBC last month.

Visit Mattel at Licensing Expo in Booth No. R180

Dancer and social media star JoJo Siwa and her mother Jessalynn Siwa put their musical prowess to good use by creating a trendy girl group, called XOMG POP! Since previewing the project at Licensing Expo last year, the pop group’s TikTok has already garnered 3.3 million followers and more than 58 million likes. Live-action shorts will debut at the end of the year and will transition to an animated series.

Licensing partners include Moose Toys, Rubies, Ceaco, Bioworld, Sakar, Scholastic, and more.

Visit XOMG Pop! at Licensing Expo in Booth No. B124

A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!